Organizations Need To Better Understand The Data Around Their Social Media Efforts

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Innovation Enterprise hosts the Social Media & Web Analytics Innovation Summit at Swissôtel Chicago on November 29 & 30. Unite with over 150 data professionals at the leading, two-day business conference with a complete focus on innovative web analytics&nbsp;practices and analysis of social media platforms.

This year, we have speakers from a wide breadth of industries and over 100 senior-level delegates, taking away knowledge to allow them to use analytics to optimize online presence both on social media and their own website

Chicago, IL (PRWEB)October 19, 2016

A recent study by The McCarthy Group found that 84% of millennials dislike advertising. Getting your message out there is now more challenging than ever, and marketers need to utilize every tool at their disposal.

Social media has been, in many ways, their savior - not just in getting a campaign out there, but the opportunities it affords for discovering who engages with your brand, who actually buys your product, and how best to target them.

However, many marketers are failing to realize these benefits because they are failing to properly analyze the data around them. In a survey conducted by Altimeter Group, 39% of respondents cited a lack of analytics expertise as the central challenge to measuring ROI from social media. They look only at vanity metrics, such as the number of likes and follows they are getting. They need to look at deeper metrics, using sentiment analysis to understand how customers feel about their brand and getting the story behind the numbers

This November 29-30, the Social Media & Web Analytics Innovation Summit will take place at the Swissotel in Chicago, with more than 20 industry leading speakers sharing insights drawn from years of experience around how to best use data from social media to market products.

Among the speakers will be Troy Janisch, VP of Social Intelligence at US Bank. In an interview with us ahead of his talk, he noted that, “It's all about leveraging social data to meet business objectives.” He will discuss how to interpret social data accurately and in meaningful ways, demonstrating the value of smart social algorithms to drive and measure real-world business results.

The summit will also discuss how web analytics can be used to optimize site performance. Dan Soschin, VP of Marketing at Ultimate Medical Academy will discuss this challenge in greater depth in his presentation. He believes that home pages have been neglected, and will define best practices around utilizing customer data, market research, web analytics, and thoughtful design to optimize home pages, helping to make them a more useful tool for our customers in a way that adds value to marketing strategies.

Other speakers at the summit include Neal Patel, Google’s Head of Human/Social Dynamics, Matt Kautz, Head of Business Intelligence, Analytics & Research at Machinima, and Stacey Jaffe, VP of Digital Content & Channels at Teach for America, among others.

Curator of the summit, Meg Rimmer, said: “Analyzing data from social media streams and user behavior on websites has proved a real challenge for marketers. This needs to change. This year, we have speakers from a wide breadth of industries and over 100 senior-level delegates, taking away knowledge to allow them to use analytics to optimize online presence both on social media and their own website.”

Innovation Enterprise Ltd, a division of Argyle Executive Forum, is a business-to-business media brand specializing in delivering the most innovative business solutions to executive-level decision makers. Innovation Enterprise produces a range on online and offline content, including, but not limited to, summits, online learning, webinars, and white papers, as well as offering other additional services such as lead generation and bespoke research.